本文从“顾客让渡价值”这一最新的企业经营理念出发，通过对病人购买医疗服务的技术、服务、人员、形象等价值分析，以及对货币、时间、精神方面的成本分析，探讨了病人购买医疗服务行为的价值特征，并提出：在开展技术建设的同时应加强非技术性服务；树立良好的医院形象；实行全面质量管理；积极开展社区医疗服务等经营策略 This paper starts with the latest business management concept of “customer transfer value” and discusses the patient through the analysis of the value of the technology, services, personnel, and image of the patient’s purchase of medical services, as well as the cost analysis of money, time, and spirit. The value characteristics of the purchase of medical services, and proposed that: in the development of technology, we should strengthen non-technical services; establish a good image of the hospital; implement total quality management; actively carry out business strategies such as community medical services